I’m sure most of you have seen those semi-humorous commercials for Apple’s Macintosh computers where the Mac is presented as a cool, hip young dude, while the Windows PC is portrayed as a helpless, bumbling nerd who always gets the worst of their interactions.   It really is a very persuasive attempt at belittling and demonizing Windows, and it is probably effective for the audience at which it seems to be aimed—adolescents and those who remain adolescent beyond their time. The message is clear: Mac is cooler than Windows. But what does that get you in the real world? The sad fact, for Apple, is that the Mac OS continues to account for less than 10% of computers sold, while Windows makes up most of the remainder. 

The problem for Apple is not the quality of their products. A sizable minority of power users prefers the Mac OS for its creative advantages and its somewhat better security (although one wonders if the security would be so good if Macs were more dominant in the world). No, the real albatross around the neck of Johnny Appleseed is the company’s destructive insistence on being cool, rather than responsible. 

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